Influencia del branded content en el comportamiento del consumidor de productos de cuidado personal para mujeres entre 20 a 35 años en el sector de Conocoto

Abstract

This study aimed to analyze how branded content influences the purchasing decisions of personal care products among women aged 20 to 35 in the Conocoto area. Through a survey, we explored the relationship between identification with branded content campaigns, the most used digital channels, and the willingness to purchase products. It was determined that women in Conocoto are more attracted to campaigns that tell real and authentic stories, promote diversity and inclusion, and resonate with their personal values. Beauty tips, tutorials, and life stories are the types of content that generate the most identification. TikTok and Instagram were the most used platforms by women to consume branded content, indicating that brands should focus their efforts on these social networks to reach their target audience. Although most women claim that branded content does not directly influence their purchasing decisions, the results suggest that there is a positive correlation between identification with a brand and the willingness to purchase its products. Additionally, this female group seeks products that not only fulfill a function but also reflect their values and beliefs. Branded content can help build a positive brand image and generate consumer trust. This study demonstrated that branded content is a powerful tool for brands seeking to connect with women in Conocoto. By understanding the needs and aspirations of this market segment, brands can develop effective branded content strategies that have a positive impact on their business.